Tell us about the Opportunity / What is it?

Target private individuals and contractors who are making and reviewing planning applications via planning pages of local council websites. Advertising across planning segments is an excellent way to reach home-owners, as tenants have no authority to modify their homes and little interest in contesting local plans. Contractors tend to submit the majority of planning applications, so you can serve ads for vans, tools and public liability insurance to the right audience.

What is the Marketing Objective?

Advertising on council websites can generate leads, raise brand awareness, or drive people to specific content as part of your campaign. Many people coming to local government websites are looking for help, so relevant products and services will see above average results. But council websites are used regularly by a very broad set of demographics, so raising awareness and promoting content has also be shown to work well.

How does it work?

Your digital advertisement will appear on council websites across our network of local authorities. Leaderboards and iBars will be targeted around relevant content on the councils' websites. Audience members that need help with a specific issue will see your advertising on pages relating to their needs. As your campaign progresses, we will continually optimise its placement based on analysis of where and when it is performing best.

Who's used it in the past?

Direct Line, Churchill, Ovo, Sky, BT.

Features / Benefits

The Council Advertising Network allows you to target highly specific groups, all across the country. Target by location - Over 90% of traffic to local government websites comes from IP addresses within their boundaries, which gives advertisers an excellent way to target audiences in specific local areas. Target by context - Advertisers can ensure their messages are given relevance and context by targeting specific pages, sections or groups to increase response rates. Target by job role - For advertisers targeting B2B, advertising can be shown to specific job functions.